Video Marketing Trends for 2019
In early 2017, Wyzowl found that 63% of businesses were using video content as a part of their marketing strategy. By the start of 2018, that had risen to 81% and skyrocketed to unbelievable 87% in 2019.
According to video marketing statistics, 90% of video marketers feel the level of competition and noise has increased in the past year. But despite this 99% of them will continue to use video in 2019. Moreover, 88% of marketers are saying they’ll spend more than they did in previous years on video making and advertising.
However, these established changes don’t mean that things have stabilized. Video marketing continues to change, with constant shifts in viewer preferences, platform offerings, and advertising options. Which changes could impact video marketing in the future? We are guiding you through the list of video trends brands should use to keep the track of marketing trends.
Story About a “Story”
After Snapchat first launched “story”, other social networks followed the FOMO hype instantly. It was not the form that changed (video, photo, GIF, all mixed together), but the users perspective. 24 hours to watch it or its gone forever sounds like an ultimate social media game that users like. And just like all good things, the hype shed to Facebook, Instagram and recently YouTube opening a range of new marketing opportunities.
Before stories, the video was on video channels and photos on photo-channels. Stories made it integrate into a new media form highly accepted not only by video professionals but to everyone.
The Instagram Video
As Instagram introduces the video, we will introduce you to video marketing trends starting with Instagram. Here is important to mention that last year 48% of consumers said they have made a purchase due to a brand’s video on Instagram. As State of Social Video says, this is a whopping 32% increase from 2017. Video not only promotes but also directly sells products and services. Because the format is very popular, both with audiences and advertisers – more than 400 million people now view Instagram videos daily.
Furthermore, although Instagram is primarily a platform for photos, in 2018. the video was the most viewed and demanding content. The success of video on Instagram can thank the opportunity to get discovered. Unlike other social platforms for interacting with others, people here spend more time discovering. On a Q3 2018 earnings call, it was revealed that about 20% of the time people spend on Instagram, they’re in the Explore tab. Through hashtag usage, you can get on these “explorers” radar and capture their attention with a video in motion. Except for stories, Instagram enables other ways for video, such as IGTV.
Picture 1. Instagram is great for driving purchases
When it comes to the opportunity to get discovered through video, Linkedin is one more network that has an increase in the video. LinkedIn recently opened up the option for businesses to post videos natively to their pages. That made video thriving on the platform. According to LinkedIn data, videos are shared 20X more often than other types of content in the LinkedIn feed.
Although videos on LinkedIn can be from 3 seconds to 10 minutes for video, and 30 minutes for ad video, most attention get short videos. Get to your point quickly at the beginning of your video. Jane Fleming, Digital Marcoms Manager at LinkedIn, recommends capturing attention with a hook in the first 0 to 3 seconds in a great article about LinkedIn best practices and the dos and don’ts of LinkedIn video.
Also, according to Fleming, in seconds 3 to 15, identify the problem or opportunity. The problem or opportunity should address one of the biggest pain points of your potential customers, to really draw them in and entice them to watch the rest of your video. In the seconds 15 to 50 describe the solution. Explain what you are offering and why it will help your viewers. The same as statistics of Facebook, native videos garner 10 times more shares that linked videos.
Video Authenticity in B2B Markets
Video is no longer reserved for visual-businesses such as fashion and traveling, but it is adjustive to any kind. Although demonstrating ROI can be confusing, new video platforms make it easy to measure viewer engagement. You see which parts interested them enough to worthy of a re-watch, and you can even link your marketing platform directing into your sales funnel.
B2B video marketing statistics heavily suggest that B2B video content campaigns have more impact than ever now. With millennials increasingly in charge of business decisions, a video marketing campaign can change the way your brand accesses market space. As Google research claims, 72% of B2B buyers and researchers are watching videos to help them make their buying decisions. Research says that they don’t watch clips of the video here and there. Nearly half of them watch at least 30 minutes of content.
That is why B2B videos need to be authentic. Instead of giving the customer a run of the mill demo featuring a dull product description, videos could have a specific case such as customer care. One good example is the video of Method CMR where enthusiastic host holds the attention to the product. Another example is Taulia’s funny videos that follow when a person doesn’t use their services. It uses well-liked pop-culture to massively increase the appeal of the video.
How vertical became important direction, shows Jim Squires’ speech about ‘vertical world‘ at Advertising Week. Vertical videos also becoming a trend for Instagram, especially, after launching a new venture – IGTV. Since IGTV allows video content up to 60 minutes long, we could say it is a television of the online era.
Over on Facebook, early tests of vertical video ads have found that they increase user engagement – specifically in relation to the likelihood of videos with sound. Meanwhile, Wibbitz is reporting that their vertical videos attract almost four times more engagement than square videos on Facebook, and 2.5 times more on Twitter.
There’s also evidence that consumers just have a positive reactions to vertical video. According to Facebook Business, 65% of consumers consider brands that advertise with vertical video ‘more innovative’ and 79% of ‘novice video consumers’ prefer the vertical format and find it more engaging.
Social Media Rivals the Homepage
According to Animoto’s recent consumer survey, 32% of consumers check out a brand’s presence on social media before their website in 2018. That is nearly a third of consumers using firstly social to find out more information about your business. The question you should ask yourself is – What are they finding there?
Your social media presence is more important than ever. In 2019, it is going to be important to make sure that your platforms of choice – Facebook, Instagram, YouTube, Twitter, LinkedIn, or wherever your customers are – are up to date. And the video is the most engaging way to share.
Video is arguably the most entertaining and addicting form of content online. In fact, according to Google, half of 18-to-34-year-old YouTube subscribers would drop what they’re doing to watch a new video by their favorite creator.
Some 72% of consumers say they want to learn about products and services via video. Because of that, there is an increase in producing informative and educational pieces. As brands realize the effectiveness of videos like product showcases and customer testimonials, they are putting more time, effort, and creativity into these sorts of pieces. In 2019 also, marketers are increasingly releasing videos that skillfully showcase both style and substance.
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